Choose a Colorado PPC Company That Goes Beyond the Technical
As a small business Colorado PPC Company, my strengths include creative thinking and psychological analysis of the probability of what people want when they type phrases into online search, as well as creative thought in how text ads are written and display ads are designed.
This is super important when choosing a Google PPC manager for your business.
Very few PPC companies deserve an A grade. I delve deep into questions such as “What does the searcher want?”, “What other phrases might have the same intent, but a much lesser cost?”, and “How can the structure of the campaigns enhance your ability to track results and cost less to manage in the long run?”.
Experience, in terms of years, and volume, in dollars, of ad accounts handled are two parts of the process of determining who your Denver PPC company will be, but the number one trait you’re wanting in your PPC manager is talent.
Talented PPC managers are hard to find.
Granted, talent is a harder trait to determine on your end, because it is not quantifiable. You don’t have access to witnessing the complex decisions that are made when envisioning a campaign structure and the subsequent infill of key phrases and the writing of enticing ads, or even insight into the capacity of the person’s brain in processing things like which key phrases will lead to other phrases that may have consequential effects, positive or negative when combined with other search words.
PPC advertising is becoming increasingly competitive. You want a competent company to handle your account. My best advise is to have in-depth talks with the pay per click company about your goals, and expectations, and their methodologies.
You’ll get a sense for how they think and how seriously they take the creation of the campaign. If you have any feeling that they may not be a good match, ask questions until you get a comfort level.
If You Don’t Feel 100% Comfortable, Interview Some Other PPC Companies
In those interviews you are looking for a sense of how they will set up your account, and how they will manage it going forward. Both are super important.
You may not know the questions to ask, so have them explain their philosophy, and how they will conserve your budget, and how they will expand the campaign(s) initially.
You should start to get a sense of excitement from them, combined with confidence, as they describe what they will be doing for you. If they aren’t excited, they probably won’t do a good job for you.
Ask if the person you are talking to will be personally working on your account. If not, ask to either speak directly with that person, or to have that person put onto the call.
Find Out the Structure of the Company
What you want to avoid is having a sales guy making a pitch and then turning it over to a worker who has never talked to you and isn’t in on the planning stages. It is vital that the person making the weekly decisions on your account understand your business, who your customers are, and what your advertising goals are.
Avoid having your account passed around to multiple people. It takes some extreme focus on a regular basis to properly manage a pay per click campaign.
Ask the PPC company if they automate. Many companies throw some key phrases into a campaign, set some automation then review your site once a year for trends, make a few adjustments and ignore it for another year.
I analyze your account on a monthly basis, and hardly ever automate any activity. The result is that I am constantly improving the performance. Sorting out the less effective ads and phrases allows more focus and refinement on what is connecting with your customers.
It IS Advertising, After All
Another trait that is important in a pay per click company is that they have knowledge and experience in advertising. The principles of advertising are not thrown out just because the platform is online. I’ve taken over some campaigns that don’t adhere to the most basic focus of advertising – your unique selling proposition.
It is easy to just throw some words into an ad without thinking. Pay per click companies that are not talented or creative have a habit of doing just that.
We’ve all seen really plain ads that don’t inspire us in the least. For example, “Fill out our form for more information” ad language is a real turn-off for the reader. “Oh, gee, can I fill out your form? I can’t wait to fill out another online form!”
Finally, ask any pay per click companies you are interviewing whether they recommend any work on your website. It is very important to develop specific landing pages for your site that visitors are sent to, giving them exactly the solution that they are searching for.
Google uses these pages to determine, in part, the quality score that they give your phrases, which in turn determines how much you pay!
If they say no, they are not going to touch your website, move on. If they are going to work on it, ask about their experience as webmasters. I am a website developer, so I know how to work within your website.
Expert Analysis & Suggestions
I not only manage your account, I provide expert PPC suggestions and analysis. Most companies download reports and throw them at you, expecting you to interpret them. I give you recommendations off of the statistics that come in.
Think in terms of who your PPC manager is going to be, rather than PPC companies. The traits of your manager are the personality that your account will take on. I hope you will consider Camrud Advertising as your PPC company.